Positioning — Own a Space in Their Mind

"We're like Uber for X."

The problem

When someone asks what you do, they're not asking for a feature list. They're trying to place you in their mental map of the world. "Is this like that other thing I know? Or is it something new?"

If they can't place you, they can't remember you. And if they can't remember you, they can't refer you, recommend you, or buy from you.

Most positioning advice is about taglines and mission statements. That's branding, not positioning. Branding is what you say about yourself. Positioning is the space you occupy in someone's mind relative to everything else they know.

The leading word: territory

Positioning is about claiming territory. You want to own a specific piece of mental real estate in your customer's mind. When they think about [problem], you want them to think about you.